Apple has scaled back production of its Vision Pro headset, according to a new report from The Information. Sources said the company slowed production in recent months to shift its focus to a cheaper version of the headset. The new version could arrive as soon as next year.
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Apple CEO Tim Cook acknowledged the high price point of the Vision Pro in a recent Wall Street Journal interview. Cook admitted that at $3,500, the device wasn’t designed for the mass market.
The decision to scale back production aligns with earlier reports indicating Apple planned to shift its strategy toward a more affordable headset.
According to The Information, Apple has informed Luxshare, the company responsible for assembling the Vision Pro, that production could wind down as early as November.
However, sources noted that production could increase again if demand rises, and future models might use some of the same components but with upgraded processors.
In April, analyst Ming-Chi Kuo predicted that Apple would lower its Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. Despite this, The Information reported that Luxshare has already produced between 500,000 and 600,000 headsets since production began last year.
This suggests Apple may have enough stockpiled to meet initial demand.
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Cook described the Vision Pro as an “early-adopter” product, aimed at consumers who are eager to experience the latest technology.
However, many potential buyers may be waiting for a more affordable version to be released.
[Lauren Taylor]
A NEW REPORT IS PAINTING A TROUBLING PICTURE FOR APPLE’S NEW MIXED REALITY HEADSET.
PRODUCTION PLANS FOR THE VISION PRO APPEAR TO BE SLOWING DOWN.
THE INFORMATION CITES MULTIPLE SOURCES INVOLVED IN THE MANUFACTURING PROCESS WHO SAY PRODUCTION HAS SLOWED IN RECENT MONTHS.
THIS COMES AFTER A WALL STREET JOURNAL INTERVIEW WITH APPLE CEO TIM COOK, WHERE HE ACKNOWLEDGED THE THREE-THOUSAND-500-DOLLAR PRICE TAG ISN’T EXACTLY GEARED TOWARD THE MASS MARKET.
EARLIER REPORTS SUGGESTS APPLE IS WORKING ON A CHEAPER VERSION OF THE HEADSET—POSSIBLY ARRIVING AS SOON AS NEXT YEAR.
ACCORDING TO THE INFORMATION, THE COMPANY RESPONSIBLE FOR FINAL ASSEMBLY, LUXSHARE, HAS BEEN WARNED THAT PRODUCTION COULD WIND DOWN AS EARLY AS NOVEMBER.
BACK IN APRIL, ANALYSTS PREDICTED APPLE WOULD CUT VISION PRO SHIPMENT ESTIMATES FOR 2024 DOWN TO BETWEEN 400-THOUSAND AND 450-THOUSAND UNITS.
DESPITE THIS, SOURCES SUGGEST THAT LUXSHARE HAS ALREADY PRODUCED BETWEEN 500-THOUSAND AND 600-THOUSAND HEADSETS SINCE PRODUCTION STARTED LAST YEAR, INDICATING APPLE MAY HAVE ENOUGH STOCKPILED FOR NOW.
AND AS TIM COOK POINTED OUT, THIS IS AN ‘EARLY-ADOPTER’ PRODUCT—SO IT’S REALLY FOR THOSE EAGER TO EXPERIENCE TOMORROW’S TECH, TODAY.
WE’LL KEEP YOU UPDATED ON APPLE’S EVOLVING STRATEGY AND WHAT THAT MIGHT MEAN FOR CONSUMERS.
FOR SAN, I’M LAUREN TAYLOR
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